📈 Trends In The Digital Advertising Industry

Internet advertising has gone from a strategy that many marketers were uncomfortable with to being the primary platform for most companies’ marketing. In the United States., the growth in digital advertising continues to grow by double digits on an annual revenue basis, with 2018 revenue likely to reach nearly $160 billion.

Mobile Advertising

Mobile advertising has been outpacing all advertising platforms in terms of spend. In 2018, it accounted for 70% of all digital advertising. It is estimated that mobile advertising will have a 35% share of all U.S. advertising spend, possibly surpassing TV, the leading ad space. This figure is estimated to reach 50% by 2022. One of the key drivers for this is the increase in mobile commerce.

Programmatic Marketing

Simply explained, programmatic marketing is automated bidding on ad inventory that happens in real time. It allows you to serve up the right ad to the right customer in the right context. Advertisers are able to leverage data to target customers through an automated buying plan on a cross-platform ad exchange. Think of it like a real time stock market for digital advertising. This allows advertisers to target customers with specific demographics on targeted platforms. In 2018, more than $46 billion was allocated to programmatic marketing in the U.S. That’s almost 83% of total U.S. digital display ads that were purchase through automated marketing programs.

Content Marketing

Content marketing is an old trend that has been made new yet again. Due to the fact that many advertisers have struggled to measure the effect of banners and display ads on others’ content, content marketing often serves as an attractive alternative.

In 2018, trends for content marketing revolve around personalization, or the ability to make consumers feel as though you are speaking directly to them. Social media platforms have grown in sophistication to offer greater video capabilities. Twitter is a great example of this. The company placed its bets on live video, mainly wrapped around sporting events. In 2016, Twitter along with its advertising partners, created 600 hours of video for 400 events. Still growing its capabilities, in 2018, the social media platform inked a deal with Fox Sports to stream live shows wrapped around the tournament - a first for Twitter. Video, in general, continues to lead content marketing strategies. According to Content Marketing 2018 Final Call for Boarding, 64% of consumers tend to make a purchase after watching online branded videos.

The Bottom Line

Growth in the digital advertising will continue as technology continues to advance. The new level of demographic data and real-time bidding have ended the need for blindly buying ads. People are also becoming increasingly jaded when it comes to not getting the ROI on their ad spend, forcing companies to convey their brand in creative ways. The future is certainly bright for digital advertising.

Jason MaloneJanuary 10, 2019content marketing

Recent Trends in Media Mergers and Acquisitions: A Strategic Shift in Digital Media

The digital media landscape is undergoing a significant transformation, with mergers and acquisitions (M&A) playing a pivotal role in shaping the industry's future. Faced with intense competition, shifting consumer behaviors, and mounting financial pressures, major media companies are increasingly turning to M&A as a strategy to strengthen their market positions and ensure long-term sustainability.

How IRL Activations Can Drive Brand Awareness and Community Growth

Brands constantly seek innovative ways to connect with their audience beyond the confines of screens. One powerful strategy that's proving effective is IRL (in-real-life) activations. These on-the-ground campaigns provide a tactile, immersive experience that can significantly drive brand awareness, foster community growth, and establish long-term staying power. In this article, we'll explore how brands like Nike and Gatorade have effectively utilized IRL activations and grassroots campaigns to cultivate deep-rooted connections with their audiences and achieve sustained growth.

Integrated Marketing and Collaborations: A Strategy to Bolster Brand Awareness and Drive Sales

Lego, the iconic toy company known for its colorful building blocks, has seen a resurgence in popularity thanks to its strategic move to go digital. The company reported a 26% increase in first-half operating profit, setting a new record of over $1.2 billion. This remarkable growth is largely attributed to its popular partnership with Epic Games, resulting in the creation of Lego Fortnite.

Boosting 4Q Sales: Strategies for E-commerce Businesses Eyeing M&A and Exiting in the New Year

As the end of the year approaches, many e-commerce businesses are gearing up for one of the most critical periods in retail: the fourth quarter (4Q). With major shopping events like Black Friday, Cyber Monday, and the holiday season, 4Q presents a golden opportunity to maximize sales and bolster financial performance. For e-commerce entrepreneurs considering a merger and acquisition (M&A) or planning to sell their business in the new year, a strong 4Q can significantly enhance their business's valuation and appeal to potential buyers. Here are several strategies to boost 4Q sales and position your e-commerce business for a successful exit.

Navigating the Dynamic World of M&A in E-Commerce

The e-commerce sector continues to evolve rapidly, driven by technological advancements, shifting consumer behaviors, and economic conditions. As a result, mergers and acquisitions (M&A) have become a strategic tool for companies looking to expand their market presence, diversify product offerings, and achieve operational efficiencies. The e-commerce landscape is particularly ripe for M&A activities due to several emerging trends and factors that are shaping the industry's future.

Leveraging YouTube as a Top-of-Funnel Strategy to Grow and Scale Your Recommerce Business

In today's digital age, building a successful recommerce business requires more than just offering great products at competitive prices. It's about creating an engaging brand presence, reaching your target audience, and establishing credibility in a crowded marketplace. One powerful tool for achieving these goals is YouTube—a platform with over 2 billion logged-in monthly users and vast potential for connecting with potential customers. In this article, we'll explore how you can harness the power of YouTube as a top-of-funnel strategy to grow and scale your recommerce business.

The Rising Tide of Resellers: How an Industry Boomed and Continues to Surge

In the bustling landscape of modern commerce, a new breed of entrepreneur has emerged, wielding digital platforms as their weapons of choice and reshaping the retail landscape: the resellers. What was once a niche market has evolved into a thriving industry, fueled by technological advancements, shifting consumer behaviors, and the boundless opportunities of the digital age.